The Power of Ad Networks
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The document summarizes key points about digital ad networks from a 2009 marketing summit. It discusses the benefits of ad networks for advertisers, including one-stop shopping, flexibility, and performance-based campaigns. It also notes the effects of the late 2000s credit crunch, requiring full accountability of online ad spending. The document provides examples of international and local ad networks and concludes with four case studies analyzing ad network campaigns using different payment models.
The Power of Ad Networks
- 1. Click* 2009 Digital and Online Marketing Summit The Power of Ad Networks May 2009
- 2. Agenda • Introduction • Benefits to Advertisers • Every Dollar Counts • The Effects of the ‘Credit Crunch’ • International Ad Networks • Local Ad Networks • Case Studies
- 3. Introduction • What is an Ad Network? • Advertisers Publishers • Ad Networks Categories • Display, in-text, online video, mobile, in-game, online-radio, blog, RSS feeds, email, podcast, widgets • Ad Network Types • Representative: Transparent list of sites • Blind: List not disclosed • Targeted: Behavioral & Contextual • Ad Network Models • CPM: Cost Per Thousand • CPC: Cost Per Click • CPL: Cost Per Lead • CPA: Cost Per Action • Ad Networks Focus • General: Run of Network • Vertical: Channels
- 4. Benefits to Advertisers • One-stop shopping • Flexibility • Low cost and value for money • Performance based campaigns • Results, Results, Results • High ROI
- 5. Every Dollar Counts Giants of different industries spend billions of dollars a year on advertising • Accountability • Interest in the user’s journey • Post Impression and Post Click Tracking • Online brand measurement with the use of Dynamic Logic or Insight Express
- 6. The Effects of the ‘Credit Crunch’ • In comparison to 2007 advertising spends declined by 1.7% in the first 9 months of 2008 • During the same period online advertising increased by 7% • Branding budgets are being significantly reduced • Performance and results are of utmost importance • Advertisers require full accountability of online spends Source: TNS Media Intelligence
- 7. International Ad Networks • Tribal Fusion: Serve 20 billion impressions and reach 230 million users a month worldwide • 24/7 RealMedia: 5th Largest US Ad Network , developed Open Adstream; a fully integrated Campaign Management tool • Vibrant Media: In Content Video advertising using the IntelliTXT platform. Allowing publishers to generate revenue from non traditional ad placements • Ad Pepper: Targeting based on semantics • RightMedia: Buying and Selling ad exchange, 80K active buyers and sellers, 8 billion+ daily transactions and 260k creatives in circulation • Advertising.com: AKA Platform A, reach 9 out of 10 online users, premium and performance based solutions for advertisers • Google: Contextual Text, Image and Video advertising
- 8. Local Ad Networks • e-Marketing: Delivers 1 Billion Ad Impressions per Month and reaches 23.8 Million Unique Users per Month • alClick: Large network serving over 10 million ads a day • Tiger Fish: Reach of over 30,000 locally based consumers across both Arabic and English content
- 9. Case Study I: CPM • Client: Jordan Tourism • Client: Jordan Tourism Board Board • Selected Channels • Selected Channels • Period: 1 Month • Period: 1 Month • Targeting: GCC, Levant & • Targeting: GCC, Levant & Egypt Egypt • Delivered Impressions: • Delivered Impressions: 96,605,716 impressions 127,785,605 impressions • Delivered Clicks: 100,121 • Delivered Clicks: 229,530 • CTR: 0.10% • CTR: 0.18%
- 10. Case Study II: CPC • Client: araby.com • Client: souq.com • Run of Network • Run of Network • Period: 3 Months • Period: 1 Year • Targeting: Pan Arab • Targeting: KSA • Delivered Impressions: • Delivered Impressions: 140,770,546 impressions 344,269,771 impressions • Delivered Clicks: 332,674 • Delivered Clicks: • Delivered Search Clicks: 539,610 156,584 • Total Clicks: 489,258
- 11. Case Study III: CPL • Client: Etihad Atheeb Telecom – Go Pre-Launch • Selected channels/sites • Period: 2 Weeks • Targeting: KSA • Delivered Impressions: 49,459,407 impressions • Delivered Clicks: 95,855 • 43,566 Registrants – 33,581 During Campaign – 9,985 Post Campaign
- 12. Case Study IV: CPA • Client: bidz.com • Run of Network • Period: 3 Months • Targeting: Worldwide • Delivered Impressions: 139,800,968 impressions • Delivered Clicks: 352,959 • CTR: 0.25% • Sales: 3:1 ratio
- 13. Q&A Thank You